You can use the keywords that are shared by other types of solution to get in front of your prospects then:
- Use the ad headline/body copy to qualify them. Your ad copy should clearly mention that you are not about the other solution. This will make those who are not your ideal customers to not click your ads. Thus it automatically will segment the audience.
- Make sure your landing page captures the visitor's email, and also you have an email series ready to educate them. You can use something like Infusionsoft or MailChimp to set up your automation program.
This post helps explain on how one could leverage the number of digital marketing channels out there: http://blog.ispionage.com/digital-marketing-footprints-that-matter.html